OVERVIEW
This campaign leveraged the strength of e.l.f. SKIN’s Suntouchable franchise to support the launch of InvisiStick—a highly requested product driven directly by consumer insight. Every creative decision was rooted in how our community uses, wants, and talks about sun care, ensuring the launch felt intuitive, relevant, and demand-led.

THE IDEA
The concept leaned into character-driven archetypes—from skater boy to boomer baddie to athletic Gen Xer—to reflect the universal appeal and ease of use of InvisiStick. By showcasing the product across real-world personalities and lifestyles, the campaign demonstrated that sun protection isn’t niche or precious—it’s effortless, inclusive, and for everyone.

MY ROLE
I led a team through the full creative process—from concept to execution—across visual merchandising, out of home, e-commerce, video, social, and paid media channels worldwide.

RESULTS
Over five years, e.l.f. SKIN grew into a top-ten skincare brand in a category dominated by legacy players, demonstrating the power of consumer-led innovation and franchise-driven growth.